Analisis Faktor Perubahan Perilaku Konsumen Dalam Penggunaan Transportasi Konvensional Ke Transportasi Online

Abstract

Abstrak Hasil survery yang dilakukan Yayasan Lembaga Konsumen Indonesia (YLKI) mengenai keberadaan angkutan umum berbasis online pada April 2017, mengungkapkan alasan masyarakat memilih atau menggunakan transportasi online, yakni: murah (84,1%), cepat (81,9%), nyaman (78,8%), dan aman (61,4%). Tujuan penelitian ini adalah mengetahui faktor-faktor perilaku konsumen terhadap perpindahan penggunaan transportasi konvensional ke transportasi online dan mengetahui faktor-faktor yang paling dominan dalam perubahan perilaku konsumen pada penggunaan transportasi konvensional ke transportasi online. Metode penelitian ini adalah kuantitatif. Teknik pengumpulan data menggunakan penyebaran kuisioner kepada konsumen pengguna transportasi online, sebanyak 394 responden. Teknik dalam penelitian ini menggunakan non probability sampling dengan jenis penelitian purposive sampling. Penelitian ini menggunakan analisis deskriptif. Analisis data menggunakan analisis faktor, yaitu Confirmatory Factor Analysis (CFA) dengan alat bantu statistik IBM SPSS 25 for windows. Hasil penelitian menunjukkan bahwa faktor-faktor yang telah dikonfirmasi, memiliki pengaruh pada perubahan perilaku konsumen dalam penggunaan jasa transportasi konvensional ke transportasi online, sehingga membentuk sebuah faktor baru. Faktor baru yang terbentuk yaitu kualitas layanan, yang memiliki nilai loading factor 0,785 dan persentase kontribusi 52,8275%, harga nilai loading factor 0,822 dan persentase kontribusi 5,966%, inovasi jasa nilai loading factor 0,657 dan persentase kontribusi 4,429%, nilai atribut produk loading factor 0,668 dan nilai persentase kontribusi 3,183% , serta variety seeking nilai loading factor 0,725 dan persentase kontribusi 2,675%. Berdasarkan hasil penelitian, disimpulkan bahwa terbentuk 5 faktor baru pada perubahan perilaku konsumen dalam penggunaan transportasi konvensional ke transportasi online. Kelima faktor tersebut adalah kualitas layanan, harga, inovasi jasa, atribut produk dan variety seeking. Berdasarkan kelima faktor tersebut, faktor yang paling dominan adalah kualitas layanan. Kata kunci: Perilaku Konsumen, Kualitas Layanan, Inovasi Jasa Abstract The result of a survey conducted by the Indonesian Consumers Fondation (YLKI) on the existence of online-based public transport in April 2017, revealed the reasons for people choosing or using online transportation, that is because cheap (84,1%), fast (81,9%), comfortable (78,8%), and safe (61,4%). The purpose of this research is to determine the factors of consumer behaviour on the rotation of conventional to online transportation and to find out the most dominant factors in costumer switching behaviour in the use of conventional to online transportation. This research method is quantitative. The data collection technique is using questionnaires to consumers of online transportation users, as many as 394 respondents. The technique in this research uses non probability sampling with a type of purposive sampling research. This research uses descriptive analysis. The data analysis uses factor analysis, namely Confirmatory Factor Analysis (CFA) with IBM SPSS 25 statistical tools for windows. The results showed that the confirmed factor ISSN : 2355-9357 e-Proceeding of Management : Vol.6, No.1 April 2019 | Page 99 has an influence on costumer switching behaviour in the use of conventional transportation services to online transportation, thus forming a new factor. The new factor that is formed is the quality of service, which has a loading factor value 0.785 and contribution percentage 52.8275%, the value of loading factor 0.822 and the contribution percentage 5.966%, service innovation value of loading factor 0.657 and contribution percentage 4.429%, product attribute value of loading factor 0.668 and the value of the contribution percentage 3.183%, and the variety seeking value of loading factor 0.725 and the contribution percentage 2.675%. Based on the results of the research, it can be concluded that 5 new factors are formed in costumer switching behaviour in the use of conventional to online transportation. The five factors are service quality, price, service innovation, product attributes and variety seeking. Based on these five factors, the most dominant factor is service quality. Keywords: Consumer Behavior, Service Quality, Service Innovation